THE ROLE OF CHAINS IN THE TURKISH RETAIL SECTOR

Öz

Chains have an important place in retailing services market. Chains make retailing services more efficient and provide convenience to consumers. Worldwide, large retail chain markets hold most of the retail market. In addition, retailer brands owned by chain markets are ahead of manufacturer brands in competition. Chains continue to brand investments in order to keep their competitive advantages. In this study, market structure analysis of the Turkish retailing sector, branding and performances of chain markets are investigated. The data used in the research were obtained from secondary data sources, analyzed and interpreted. Specifically, the relationship between the brand and performance indicators of BİM, which has the highest market share in Turkey, was tested with correlation analysis. In the research findings, it was determined that the top three chain markets in the Turkish retail industry have almost half of the market and market concentration is high. It has been determined that the number of retailer brands is increasing and that they contribute to the increase in market share of chain markets by creating store loyalty in consumers. Finally, BİM's performance indicators analysis resulted that a negative relationship between brand value and profit rates, and a positive significant relationship between sales and brand numbers.

Anahtar Kelimeler

• Retailing
• Market Concentration
• Private Label

ZİNCİR MARKETLERİN TÜRKİYE PERAKENDE SEKTÖRÜNDEKİ ROLÜ

Öz

Zincir marketler perakendecilik hizmetler pazarında önemli bir yer tutmaktadır. Zincir marketler, perakendecilik hizmetlerini daha verimli hale getirmekte ve tüketicilere kolaylıklar sağlamaktadır. Dünya genelinde perakende büyük zincir marketler perakende pazarının çoğunu elinde tutmaktadır. Ayrıca zincir marketlerin kendilerine ait olan perakendeci markaları da rekabette üretici markalarının önüne geçmektedir. Zincir marketler kazandıkları rekabetçi üstünlükleri kaybetmemek için marka yatırımlarına devam etmektedir. Bu çalışmada Türkiye perakendecilik sektörünün pazar yapısı analizi, zincir marketlerin markalaşmaları ve performansları araştırılmaktadır. Araştırmada kullanılan veriler ikincil kaynaklardan elde edilerek analiz edilmiş ve yorumlanmıştır. Özel olarak Türkiye’de en yüksek pazar payına sahip BİM’e ait marka ve performans göstergeleri arasındaki ilişki korelasyon analizi ile test edilmiştir. Araştırma bulgularında Türkiye perakende sektöründe ilk üç zincir marketlerin pazarın neredeyse yarısına sahip olduğu ve pazar yoğunlaşmasının yüksek olduğu belirlenmiştir. Perakendeci markalarının sayısının giderek arttığı ve tüketicilerde mağaza sadakati oluşturarak zincir marketlerin pazar payı artışına katkıda bulunduğu belirlenmiştir. Son olarak BİM’in performans göstergelerinden marka değeri ile kar oranları arasında negatif yönlü ilişki, satışlar ile marka sayıları arasında pozitif yönlü anlamlı ilişki tespit edilmiştir.

Anahtar Kelimeler

• Perakendecilik
• Pazar Yoğunlaşması
• Perakendeci Markası

Kaynakça

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